‘You eyes only look like that the night after the NTAs,’ Holly Willoughby said, pointing to his watery peepers.

And that’s when the fiery crisp got Phillip talking all poetic: ‘It feels like there’s a burning fire in my mouth…’ He wheezed. ‘A great big fiery tongue’

And as all this is happening, Alison Hammond sat calmly eating Phil’s ice cream.

Alison was concerned, but not enough to share her ice cream (Picture: ITV)

Alison admitted that when she had originally told him that he only has to wait two minutes to break a record for not eating or drinking after the crisp, it was actually seven minutes and eight seconds. So Phillip vowed to hold off eating or drinking forever.